The LinkedIn Algorithm Has Changed (Again) - Here’s What You Need to Know—And Why You Should Care
LinkedIn has once again tweaked its algorithm, and if you’re still posting like it’s 2023, your reach is probably tanking. From the death of video to the rise of non-connection tags, here’s what’s changing—and how to stay ahead of the game.
1. Beyond Your Bubble: 2nd-Degree Comments Hold More Power
Your LinkedIn connections are great, but you know what’s better? Their connections. Comments from 2nd-degree connections now have 2.6x more impact on your post’s reach than those from your direct network.
Translation? If you want your content to get in front of more people, you need engagement from outside your immediate circle.
How to leverage this:
- Engage with people beyond your immediate network.
- Encourage meaningful discussions where strangers feel compelled to jump in.
- Post content that naturally invites commentary from diverse perspectives.
If your LinkedIn experience still feels like a cozy little echo chamber, you’re doing it wrong.
2. Posts Are Growing Slower—But Living Longer
Remember when you could drop a post in the morning and have it explode by lunch? Not anymore. 80% of posts grow 3x slower than they did a year ago. But here’s the silver lining: their lifespan has increased from 3 days to 5 days.
What does this mean for you?
- Posting frequently is less important than posting strategically.
- Content needs lasting value, not just momentary engagement bait.
- Engage with your own posts over several days to keep them alive longer.
LinkedIn is rewarding sustained engagement over time, so play the long game.
3. RIP LinkedIn Video? Reach Has Tanked
If you were riding the TikTok-style video wave on LinkedIn, bad news: video reach has plummeted by 300% in the last three months.
Why?
- LinkedIn might be cooling off on video prioritization.
- The algorithm may favor text-based and formatted content over passive viewing.
What to do instead?
- Test text-based storytelling and carousel-style posts.
- Use images and documents for better engagement.
- If you still want to post videos, pair them with strong written content.
Videos had their moment—but LinkedIn might be moving on.
4. Less Reach, More Engagement: The New Normal
Here’s a weird but interesting shift: average reach has stabilized, but engagement has increased by 15%.
What’s happening?
- Fewer people see your post, but those who do are more likely to interact.
- The platform may be prioritizing quality over quantity.
Your move:
- Focus on getting reactions and comments, not just vanity reach.
- Write posts that provoke discussion, not just impressions.
Think of it this way: it’s not about reaching everyone—it’s about reaching the right people.
5. Timing Matters: The 90-Minute Rule for Comments
The first 90 minutes of a post are crucial—but what happens after that matters even more. Comments that come after the 90-minute mark now have 1.8x more impact on your post’s growth.
What does this mean?
- Posts that generate ongoing discussions will thrive.
- “Pods” (groups that boost engagement right away) might be less effective now.
How to optimize this:
- Space out your replies to keep engagement going.
- Encourage meaningful follow-ups by asking open-ended questions.
The days of front-loading all engagement might be over. Keep the conversation alive.
6. Formatting = More Eyeballs (and More Dwell Time)
Your ugly, blocky, wall-of-text posts? They’re hurting your reach. Formatted posts now perform 2.1x better because they keep readers on the page longer.
What works?
✔️ Short paragraphs (1–3 lines)
✔️ Bullet points & lists
✔️ Bolded or capitalized keywords for emphasis
✔️ Emojis (in moderation)
If your posts look like a LinkedIn textbook, fix your formatting.
7. Who You Know vs. Who They Know: The Power of Non-Connections
Here’s a growth hack: when non-connections tag people outside your network, your post grows 80% faster.
Why?
- LinkedIn loves organic network expansion.
- It means new people are actively engaging with your content.
How to make this work for you:
- Create highly shareable content that compels people to tag others.
- Encourage meaningful discussions that naturally invite outside opinions.
Your network isn’t just who you know—it’s who they bring in.
8. AI Comments: The Silent Killer of Post Growth
If you’re dropping AI-generated “Great post!” comments everywhere, you might be killing your engagement.
Why?
- AI-generated comments lack authenticity and LinkedIn knows it.
- The algorithm might be downranking posts that attract generic, robotic engagement.
What should you do?
- Write real comments that add value.
- Engage with posts genuinely, not just to tick an algorithmic box.
If you’re relying on ChatGPT to comment “This is insightful! Thoughts?” on everything… stop.
Final Thoughts: Adapt or Get Buried
LinkedIn’s algorithm is constantly evolving, and if you’re not adjusting, you’re getting left behind.
Here’s the quick survival guide:
✅ Engage outside your network (2nd-degree comments are key)
✅ Create posts with long-term value (lifespan is now 5 days)
✅ Video is fading—focus on text and images
✅ Space out comments over time for maximum impact
✅ Format your posts for better readability
✅ Encourage tagging from non-connections
✅ Avoid generic AI-generated comments
The platform isn’t dead—it’s just different. The question is: are you keeping up?